The presence of arquetypes in youtubers: modes and strategies of influence

Detalhes bibliográficos
Autor(a) principal: Costa, Pedro Rodrigues
Data de Publicação: 2020
Tipo de documento: Artigo
Idioma: por
Título da fonte: Galáxia (São Paulo)
Texto Completo: https://revistas.pucsp.br/index.php/galaxia/article/view/47613
Resumo: Among the changes occurred in the modes of influence, there are the new formats made possible by digital networks. YouTube, through “your” celebrities, is one of those networks. Its forms of influence mix old schemes with new socio-technical systems. Based on the SocialBlade rankings, three of the main youtubers in the “Portuguese speaking space” were selected. Qualitatively, and based on the theory of archetypes, the presence of archetypes and the way they are used in titles, construction, legitimation and content manipulation were analyzed. The creation of common figures and elements (play, anger, violence, revenge, shadow, mother or God) between producer and consumer is one of the most common strategies to “capture” the attention of followers. 
id PUC_SP-8_1ed99323c39196ac7ab0ee3220c3de90
oai_identifier_str oai:ojs.pkp.sfu.ca:article/47613
network_acronym_str PUC_SP-8
network_name_str Galáxia (São Paulo)
repository_id_str
spelling The presence of arquetypes in youtubers: modes and strategies of influenceA presença de arquétipos nos youtubers: modos e estratégias de influênciayoutubersarchetypesinfluenceYouTube.youtubersarquétiposinfluênciaYouTubeAmong the changes occurred in the modes of influence, there are the new formats made possible by digital networks. YouTube, through “your” celebrities, is one of those networks. Its forms of influence mix old schemes with new socio-technical systems. Based on the SocialBlade rankings, three of the main youtubers in the “Portuguese speaking space” were selected. Qualitatively, and based on the theory of archetypes, the presence of archetypes and the way they are used in titles, construction, legitimation and content manipulation were analyzed. The creation of common figures and elements (play, anger, violence, revenge, shadow, mother or God) between producer and consumer is one of the most common strategies to “capture” the attention of followers. Entre as mudanças ocorridas nos modos de influência, constam os novos formatos possibilitados pelas redes digitais. O YouTube, por meio das “suas” celebridades, é uma dessas redes. As suas formas de influência mesclam esquemas antigos com sistemas sociotécnicos novos. Para perceber essas dinâmicas de influência, selecionamos três youtubers. De modo qualitativo, e a partir da teoria dos arquétipos, estudamos a presença de arquétipos nas estratégias de influência e o modo como estes são utilizados nos títulos, na construção, na legitimação e na manipulação de conteúdos. A criação de figuras e elementos comuns (brincadeira, raiva, violência, vingança, sombra, mãe ou Deus) entre produtor e consumidor é uma das estratégias mais comuns para “capturar” a atenção dos seguidores. PEPG COS-PUC-SP2020-10-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.pucsp.br/index.php/galaxia/article/view/47613Galaxia; No. 45 (2020)GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 45 (2020)1982-2553reponame:Galáxia (São Paulo)instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporhttps://revistas.pucsp.br/index.php/galaxia/article/view/47613/33164Copyright (c) 2020 Galáxia. Revista do Programa de Pós-Graduação em Comunicação e Semiótica. ISSN 1982-2553info:eu-repo/semantics/openAccessCosta, Pedro Rodrigues2020-10-07T13:21:29Zoai:ojs.pkp.sfu.ca:article/47613Revistahttps://www.pucsp.br/pos-graduacao/mestrado-e-doutorado/comunicacao-e-semioticaPRIhttps://old.scielo.br/oai/scielo-oai.phpcos@pucsp.br||aidarprado@gmail.com1982-25531519-311Xopendoar:2020-10-07T13:21:29Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.none.fl_str_mv The presence of arquetypes in youtubers: modes and strategies of influence
A presença de arquétipos nos youtubers: modos e estratégias de influência
title The presence of arquetypes in youtubers: modes and strategies of influence
spellingShingle The presence of arquetypes in youtubers: modes and strategies of influence
Costa, Pedro Rodrigues
youtubers
archetypes
influence
YouTube.
youtubers
arquétipos
influência
YouTube
title_short The presence of arquetypes in youtubers: modes and strategies of influence
title_full The presence of arquetypes in youtubers: modes and strategies of influence
title_fullStr The presence of arquetypes in youtubers: modes and strategies of influence
title_full_unstemmed The presence of arquetypes in youtubers: modes and strategies of influence
title_sort The presence of arquetypes in youtubers: modes and strategies of influence
author Costa, Pedro Rodrigues
author_facet Costa, Pedro Rodrigues
author_role author
dc.contributor.author.fl_str_mv Costa, Pedro Rodrigues
dc.subject.por.fl_str_mv youtubers
archetypes
influence
YouTube.
youtubers
arquétipos
influência
YouTube
topic youtubers
archetypes
influence
YouTube.
youtubers
arquétipos
influência
YouTube
description Among the changes occurred in the modes of influence, there are the new formats made possible by digital networks. YouTube, through “your” celebrities, is one of those networks. Its forms of influence mix old schemes with new socio-technical systems. Based on the SocialBlade rankings, three of the main youtubers in the “Portuguese speaking space” were selected. Qualitatively, and based on the theory of archetypes, the presence of archetypes and the way they are used in titles, construction, legitimation and content manipulation were analyzed. The creation of common figures and elements (play, anger, violence, revenge, shadow, mother or God) between producer and consumer is one of the most common strategies to “capture” the attention of followers. 
publishDate 2020
dc.date.none.fl_str_mv 2020-10-07
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.pucsp.br/index.php/galaxia/article/view/47613
url https://revistas.pucsp.br/index.php/galaxia/article/view/47613
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.pucsp.br/index.php/galaxia/article/view/47613/33164
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv PEPG COS-PUC-SP
publisher.none.fl_str_mv PEPG COS-PUC-SP
dc.source.none.fl_str_mv Galaxia; No. 45 (2020)
GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 45 (2020)
1982-2553
reponame:Galáxia (São Paulo)
instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron:PUC_SP
instname_str Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron_str PUC_SP
institution PUC_SP
reponame_str Galáxia (São Paulo)
collection Galáxia (São Paulo)
repository.name.fl_str_mv Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP)
repository.mail.fl_str_mv cos@pucsp.br||aidarprado@gmail.com
_version_ 1799129331833765888

Registros relacionados